Using data to inform inclusive service design

Using data to inform inclusive service design

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  Using data to informinclusive service design Dr Al Mathers @Al_Mathers
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  It’s easy tomake assumptions about how others see the world
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  Presentation Overview 1. Introductionto Good Things Foundation 2. UK digital inclusion landscape in 2020 3. COVID-19, people and needs 4. Design recommendations 5. Call to action
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  Good Things Foundation ●Good Things Foundation is a social change charity ● Our vision is a world where everyone benefits from digital ● We’ve supported 3,332,527 people since 2010 ● Over 2,800 of these people are socially excluded
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  What we do ●We help people to lead better lives through digital ● Through our Network of community partners work with people and organisations on the ground and at scale. ● We partner with Government, the private sector and philanthropists to make a better world
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  2500+ network partners+4000network partners 61 library network partners UK KenyaAustralia Where we work
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  What is digitalinclusion? Access + Skills + Motivation
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  In the UK 9million can’t use the internet and their device independently 7 million have no internet access in their home
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  Our world usedto look like this
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  And this...
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  And this.
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  And then itchangedAnd then it was silent
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  “They keep askingme, ‘what's going to happen after this?’ ‘are you still going to be there for us?’ It’s so hard.” Good Things Foundation community partner
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  Limited Users The digitaldivide is not simply between those who are offline or online. We must also consider those who use digital for limited purposes or have only limited digital skills.
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  Characteristics of LimitedUsers ● Lower educational attainment ● Increased age ● Living in rural locations ● Living with a health condition or disability ● Social media only users
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  Complicated lives Unemployed Universal credit Online DWP Divorce HMCTS Assisted digital Online/Tel Child Maintenance CSA Online GOV.UK Abusive Ex Police Tel Childrenpoorly NHS Choices No GP appointment Online Poorly child Patient Record Online NHS Council House Council Housing Service Online Council Website Substance misuse Addiction Services Council Face to Face / Tel Social Worker Local council Letter / Tel
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  Why does thismatter? ● Government services are going online e.g. health, benefits and tax. ● Private services are going online e.g. banking, shopping ● Jobs are predominately advertised online ● Digital skills will be key in the future of work
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  Social exclusion Loneliness Financial exclusion Digital health provision COVID-19and the digital divide
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  Lack of personalaccess ● 1.9m UK households are without access to internet and devices ● Cost is a big problem ● Data poverty ● Lack of suitable devices ● Smart phone only users
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  Regions containing areasin initial Tier 2 or 3 lockdowns Regions containing areas added to Tier 2 lockdowns 17th October Regions with all areas in Tier 1 Regions containing areas in initial Tier 2 or 3 lockdowns have higher proportions of people who are limited and non users of the internet. They also have higher proportions of households with school age children who are limited and non users. Updated: w/c 12/10/2020 Regional inequality
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  Lack of digitalskills ● 9 million UK adults struggle to use the internet and their device independently ● If you have an impairment you are three times more likely to not have the skills to access devices and get online ● 17.1 million (52%) people in the workforce lack digital skills in the workplace ● Only 70% of those in households earning less than £17,499 have foundational digital skills, compared with 97% of those in households earning £50,000 or more ● 7% of over 70s lack the digital skills to shop and manage their money online
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  Lack of motivation ●40% of benefit claimants have very low digital engagement ● Over one-third of the offline population report that the internet doesn't interest them ● 77% of people over 70 have very low digital engagement ● 48% of digitally excluded people said ‘nothing’ could motivate them to get online ● Working age adults in the lowest socio-economic group are three times more likely to be non-users
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  People in need Twodistinct audience groups: ● Group 1: digitally excluded, vulnerable, shielding, accessing critical support. ● Group 2: higher digital skills, in work, furloughed, motivated, educated.
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  Michael Michael is asingle man living in isolation in a rural area. The pandemic has had a severe impact on his mental health as he is totally restricted to his house. He has a language barrier in communicating with others, low confidence and underlying health issues. He needs access, and having a device would not only help him with his English, but if it were to come with data, could help tackle his loneliness as he does not even have a TV. (Male 25-44)
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  Lucy Lucy is aUniversal Credit claimant who is keen to learn digital skills but cannot do so from home as she relied on the Job Centre for this before lockdown. In addition, she suffers from arthritis and has been advised to self-isolate. This all means she is really struggling and is in pain when she has to go shopping. Having access at home and a device would help her with online ordering and allow her to keep in touch with a number of health professionals and video conferencing with her GP to help her to manage her condition. She also has children and wants to help them with schooling. (Female 25-44)
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  Armin Amin is anasylum seeker who suffers from mental health problems, very low mood, is at high risk of suicide and self harm and is on various medication. He is on a low income and cannot afford a device or internet. Having home access and a device will let him talk to his friends at the Centre, allow him to continue with his learning and keep him entertained. (Male 25-44)
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  Our Collective Response ●Our community partners adapted to provide critical frontline support and remote learning. ● We launched DevicesDotNow to get data enabled devices to people who need them most. ● We worked with community partners to co-design resources for remote delivery. ● We agreed with funding partners to relax performance measures
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  ● 29% deliveredfood and medicines to people self-isolating ● 64% made emotional support calls ● 71% provided advice ● 72% delivered learning and technical support to help people get online and remain online, including helping them learn how to work remotely. The community frontline
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  Aspire Sussex "COVID-19 hasmade us develop an online delivery model...the pandemic has made us face that challenge head on and it is something we want to continue. We realise that it will make many of our courses more accessible in future, especially for those on shift patterns and those who are more isolated and for whom face to face provision is more challenging." Community innovation case study
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  Remote delivery resources
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  How research anddesign can help ● Design with not for people ● Understand underlying behaviour ● Focus on relationships ● Base decisions on evidence not assumptions ● Track in real-time on the ground feedback and insight ● Interrogate the link between scale and stories
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  People who usedigital to meet their goals People who work with others to develop skills People who are willing to engage People who are open to using digital People who are aware Limited Users 1. Behaviour change 2. Informed adoption 3. Critical application 4. Achievement of goals 5. Lasting demand 6. Meaningful (realistic) attribution Know your audience and goals
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  Design recommendations 1. Userinvolvement in design from start to finish - will ensure a balance between achieving behaviour change and meeting people’s needs. 2. Focus on simple design - don’t take people down different paths that it’s difficult to find their way back from. 3. Reduce user information needed - so people can successfully transact more easily. 4. Ensure user flexibility - allow people to return and complete. 5. Inspire user confidence - regarding the information people input. 6. Create user trust - about the personal data you’re asking for and how it will be used. 7. Aim for user satisfaction and ownership - completing a transaction should make people feel good about their decision to use the service.
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  Final thoughts ● Covid-19has awoken awareness for the need for digital inclusion - but it’s not a new need. ● Research and design have a critical role in ensuring we are not just reactive at this time. ● We have a responsibility to design with people. ● People will need good digital services more than ever now.
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  Further reading ● GoodThings Foundation COVID-19 Response Report ● Good Things Foundation UK Digital Nation 2020 ● Blueprint for a digitally included nation ● Digital Motivation: Exploring the reasons people are offline ● Routes to Inclusion ● Good Things Theory of Change ● A national wake up call on digital skills ● Apps, appointments, panic and people ● Lloyds UK Consumer Digital Index 2020 ● Ofcom Adults' Media Use & Attitudes Report 2020
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  #GetOnlineWeek Thank you Dr AlMathers [email protected] @Al_Mathers